● Beijing Morning Post Jiao Li Kun
The annual double big 11 promotion is the key node of cell phone business bayonets see the red, but in the aura of "Matthew effect", this year's plot evolves from the old formidable melee into the two strong hegemony.
Mobile phone manufacturers have spent a sleepless night. November 11 morning 2 minutes and 34 seconds, the first battlefield flew - the glory became the day sales of Tmall broke the fastest mobile phone brand billion, ushered in the double 11 big promotion Good start, then, the manufacturers of the newspaper flakes flew.
Yesterday morning, Lei Jun stood red envelopes on the table out of the photos. Lei Jun reason to be excited, because Xiaomi made the best record in history - millet Lynx flagship store sales of 2.464 billion, an increase of more than double 11 last year Times, and for the fifth year in a row Rely on the dual-Lynx dual-11 mobile phone sales.Lei Jun said in an internal letter, millet in Lynx, Jingdong, Suning platform crazy 40 first .And the line of millet One-day retail sales of more than 114 million, refresh history.
Also excited about the glory of mobile phones, Liu Qiang East personally yesterday for its platform: 'domestic brands for the first time become sales and sales of double champion!' It is understood that the double 11 the same day, the glory of Jingdong sales surpass Apple for the first time, and On the two major platforms of Tmall and Jingdong, the total sales volume of glory mobile phone brands reached 4.02 billion yuan, achieving the first place. Glory President Zhao Ming said Jingdong sales surpassed Apple for the first time, which made him the most excited and also a victory for Chinese brands The starting point.
Of course, vivo, Jin Li, Meizu and even the hammer cell phones have a good harvest in the double 11. Which, named Lynx vivo vivo 11 hours before the opening double 11, sales / sales will exceed last year's all-day sales throughout the day An increase of 234% over the same period of last year and a sales increase of 228% .However, the new mobile phone that the hammer just released also ushered in a good start and became the hot selling item of 2000 yuan.
Undoubtedly, millet and glory are two pearl on the double 11 mobile phone list.Double 11 is a mirror that reflects the pattern of changes in China's mobile phone market.Data show that the current market concentration to further enhance the big gamers get down to earth, The space for small and medium players is getting smaller and smaller.
Once, in the double 11 of the track, the major manufacturers, especially the Internet mobile phone brands are hard-working, all kinds of fancy battle report 'first' dazzling, but as the market peaked, warlords of warlords are being boutique Strategy quiet.For mobile phone companies, double 11 is the beginning of the exam, more important than sales volume / sales volume is the user experience.